Keys to Creating Customer Loyalty with Effective Post Purchase Marketing
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The post-purchase experience can determine whether a customer will become a loyal and repeat purchaser – maybe even a brand advocate – or simply a one-and-done passerby. Carefully crafting a post-purchase marketing program that fits your brand and your customer’s expectations is critical in reinforcing the customer’s perceived value of what they just purchased. This webinar will examine how to create a post-purchase messaging program that will keep customers buying time and time again.
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Keys to Creating Customer Loyalty with Effective Post Purchase Marketing
- 1. Brought to you by In association with Keys to Creating Customer Loyalty with Effective Post Purchase Marketing The webinar will begin shortly Listen via your computer speakers or on the phone UK: +44 (0) 808 168 2835 Access Code: 225-801-886
- 2. Greg Zakowicz Marketing Strategist Bronto Software Andrew Gerrard Consultant Editor marketingfinder.co.uk Today’s Speakers Keys to Creating Customer Loyalty with Effective Post Purchase Marketing Brought to you by In association with
- 3. Interact with us Keys to Creating Customer Loyalty with Effective Post Purchase Marketing Follow the conversation on twitter #PostPurchaseLoyalty
- 4. Quick Poll Keys to Creating Customer Loyalty with Effective Post Purchase Marketing
- 5. Greg Zakowicz, Marketing Strategist March 18, 2015 How to Boost Loyalty with Post Purchase Messaging The Real Fun Starts After the Sale
- 6. Today’s Customers Are… Smart Savvy Disloyal 76% of retailers do not customize campaigns to purchasers beyond the order and shipping confirmation emails
- 7. Customer Lifecycle Story of two people Nicole & Jane
- 8. Customer Lifecycle Jane Visit the website Nicole Signs up for emails at checkout Browse products Makes a purchase Signs up for emails on the homepage Does not make a purchase
- 9. Customer Lifecycle Do you differentiate between these two people? 3 of 4 companies don’t!
- 10. Post Purchase Messages • Are lifecycle messages • Targeted: focused on actual customers • Sets you apart from the crowd • Help build loyalty
- 11. Post Purchase Approach Keys to Building Your Series
- 12. The Post Purchase Approach Your goal should be to enhance the customer experience
- 13. Your Messages Should • Be engaging • Be helpful • Speak to the customer’s needs and wants
- 14. The Post Purchase Approach To enhance the customer experience you must first be Introspective
- 15. Types of Messages • Checkout Welcome • Thank You bounce back • Customer service reinforcement • Product care/Insider tips • Cross sell/recommendations • Shoppers club/loyalty card signup • Product rating & review message • Facebook review message • Site resources • Social intro • Preference center (preferences are not always reflected in purchase) • Offer reminder • Gift giving messages • Refer a friend • Reorder reminder • Loyalty Messages: • Welcome to the club • Benefits message • Spend tier incentives
- 16. Example Lifecycle Nicole opts-in at checkout. She likely gets… • Order confirmation • Welcome message • Account creation confirmation? • Welcome series • Shipping confirmation • Marketing emails
- 17. Example Lifecycle How do we optimize/improve this user experience?
- 18. Transactional Messages Customize order and shipping confirmations • Include cross-sell/upsells in the rail or below content • Include email signup links • Invite to join rewards programs
- 20. Post Purchase Welcome Create a unique checkout welcome message • Remove the incentive, if applicable • Acknowledge the purchase • Customize the CTA to provide value, not drive a conversion
- 21. Post Purchase Thank You Customize a “bounceback” thank you message • Thank the customer • Offer an incentive if possible • If offering an incentive, I recommend creating a second, non-incentivized message • Include upsells or cross-sells if possible • Reinforce customer service • Especially if you don’t offer an incentive
- 24. Alternate bounceback messages First purchase Throttled over time. Qualify again after X period of time Subsequent purchases
- 25. Post Purchase Thank You • Start simple – don’t overload your message • Develop the message as you go along • Cross-sells, product recommendations • Consider differing incentives based on previous order value, lifetime customer value or AOV
- 26. Product Review Create a product review message • Again, thank the customer • Why they should provide a review • Use your brand’s voice • Remind the customer about their thank you offer (if applicable)
- 27. Product Review
- 29. Product Care Message How about a product care message? • Reinforce your customer service • Show people how to care for their products • Cross-sells – do you sell fashionable umbrellas, wash powders, wash bags, waterproofing or other accessories?
- 30. Product Care Message Registers a product – creates long-term product knowledge Cross-sell products Resource center – provides value to the customer
- 31. Re-order/Reminder Message Re-order and/or reminder messages • Think of where this is applicable • Offer product bundles for re-orders • Re-order series (like abandoned basket) • Optimize and show cross-sells or customer favorites • Use order history to determine incentives? • E.g. Incentive, or different incentive, based on AOV or order total
- 33. Post Purchase Messages Email Sent Order Confirmation Immediately Custom Welcome 1 – 4 Hours Shipping Confirmation Day 3 Bounceback/Thank You Day 7 Product Care Day 10 Manage Preference/Bday Invite Day 14 Cross-Sell Email Day 18 Product Review Day 21 Coupon Reminder/Offer Day 26 Transactional Customer Service Data/Content Promotional * Build this out even further – next purchase coupon remail at 60 days, lapsed purchaser, surveys, etc.
- 34. Types of Messages • Checkout Welcome • Thank You bounce back • Customer service reinforcement • Product care/Insider tips • Cross sell/recommendations • Shoppers club/loyalty card signup • Product rating & review message • Facebook review message • Site resources • Social intro • Preference center (preferences are not always reflected in purchase) • Offer reminder • Gift giving messages • Refer a friend • Reorder reminder • Loyalty Messages: • Welcome to the club • Benefits message • Spend tier incentives
- 35. Audience Exercise Here’s another way to determine which messages to build Let’s play, “Know Your Customer”
- 36. Quick Poll Keys to Creating Customer Loyalty with Effective Post Purchase Marketing
- 37. Who’s Your Customer? She lives in London This is Carly! This is her average weather
- 38. Who’s Your Customer? Carly bought this dress! Did you know… But not
- 39. Who’s Your Carly? You know where she lives You know what her weather is going to be throughout the year You know what she bought What messages would you craft for Carly?
- 40. Who’s Your Customer? She lives in Birmingham This is Julie! This is her average weather
- 41. Who’s Your Customer? Julie bought this and this! Did you know… But not
- 42. Quick Poll Keys to Creating Customer Loyalty with Effective Post Purchase Marketing
- 43. Thank You Message Metrics Clothing/lifestyle brand retailer What: 15% off Thank You message When: 7 days after purchase Lift over promo messages: • Open Rate: +372% • Click Rate: +123% • Conv Rate: +662% • RPE: +8,220% • Message has generated 5% of email revenue while accounting for only 0.6% of email sends Household goods retailer What: Customer Service Thank You message When: 7 days after purchase Lift over promo messages: • Open Rate: +166% • Click Rate: +7% • Conv Rate: +215% • RPE: +895% • Message accounts for 2.7% in revenue while accounting for only 0.3% of email sends
- 44. Post Purchase Series Metrics Personal printing retailer What: 4 message post purchase series Messages: 10% Thank You, Product Care, Product Review, Satisfaction Survey Lift over promo messages: • Open Rate: +68% • Click Rate: +65% • Conv Rate: +20% • RPE: +367% • Series has generated 11.6% of email revenue Auto parts retailer What: 3 message post purchase series Messages: CS Thank You, Website Resources, Club Invitation/Blog Resources Lift over promo messages: • Open Rate: +152% • Conv Rate: +126% • RPE: +489% • Series has generated 4.6% of email revenue while accounting for only 0.8% of email sends
- 46. Post Purchase Considerations • Remove all recent purchasers from promotional message scheduling • Remove these contacts from receiving your standard welcome series
- 47. Post Purchase Considerations • Balance your messages • Product review, Facebook review, survey & rate us all benefit the company • Does your series help build the relationship?
- 48. Post Purchase Considerations • Use your brand’s voice • Use data where applicable • Upsell, cross-sell, prod recommendations (including in transactional messages), using AOV or purchase total for determining incentives, etc.
- 49. Leveraging Data for Loyalty Simple Loyalty “Program” Opportunities
- 50. Loyalty Marketing • Loyalty programs area great way to show value and keep customers coming back for more • These can be simplistic or advanced, based on your capabilities. Work within your means and build from there.
- 51. Loyalty Marketing Basic type of loyalty program: • Spend between $300-$499, get X • Spend between $500-$999, get X+1 • Spend over $1000, get lifetime X • Info needed: Lifetime spend • You can automate messages when contacts gets close to their threshold in order to push them over
- 53. In Review
- 54. Post Purchase Breakdown A few key points: • Prevent new contacts from receiving a welcome series • Remove an incentive from your welcome message for newly opted-in contacts • Exclude contacts from receiving standard promotional messages • Include a purchase check prior to sending welcome series messages
- 55. Post Purchase Breakdown Elements of a great post-purchase series: • Utilizes order data • Drives revenue • Increases visits to your site • Helps you ‘stand out from the pack’ • Increases your brand awareness • Continues engagement with the consumer
- 56. Post Purchase Breakdown Resolve to know your customer better Be engaging, helpful, and speak to the customers’ needs and wants Think of these emails as a customer service vehicle Enhance your customer’s experience
- 57. Thank you!
- 59. Your Questions Keys to Creating Customer Loyalty with Effective Post Purchase Marketing Brought to you by In association with Greg Zakowicz Marketing Strategist Bronto Software Andrew Gerrard Consultant Editor marketingfinder.co.uk
Notas do Editor
- Today’s customers are smart, savvy and fiercely disloyal – and your job is how to appeal to the smart, savvy shopper while building loyalty Companies spend so much time on the customer acquisition they often neglect the relationship building part of the lifecycle. The fact is that you need to nurture these relationships
- Let’s think about it from a customer perspective
- How companies differentiate these two people matters. These are two unique people in different stages of the purchase lifecycle, yet many companies treat them as if they are one in the same, yet expect different results. This is why PP messages are so critical! Enter, post purchase messages
- Are lifecycle messages – they are engaging, getting higher opens, clicks and RPE (rev per email). Ideally you should be targeting your email subscribers with other lifecycle messages, like a welcome series, birthday/anniversary message So how do we do that?
- So where do we start? How do we approach the post purchase series?
- Your goal of post purchase messaging should be to enhance the customer experience. How do you do this? How do you provide value? Let’s look at the example I just walked through So how do you develop what messages you send?
- Emotions, Trust, Values ** Trust is the foundation upon which loyalty is built ** How does your customer service stack up? ** Once we trust that a company can work with us to resolve a crisis, we automatically feel more loyal to them There was a study performed that showed customers who had a negative experience which was fixed by the company were MORE LIKELY to become repeat purchasers than those who had a positive experience but no interaction with a company. By providing excellent customer service, companies can address the issue at hand, prove their trustworthiness and increase customer loyalty
- Think honestly about your company. WHY do people shop with you? Why do they come back? ask yourself: What makes us different? Why does that matter to the consumer? What should they buy from us And no matter what, don’t over-value yourself! – what are your weaknesses
- When you build the series, don’t think of email marketing like most do i.e. send an email, watch it convert. You should think about email as a customer service vehicle. What sets two online stores apart from one another? Customer Service: Customer service is a major differentiator between brands and can make or break customer loyalty You need to excel at customer services
- So if this looks familiar here are some simple ways to begin making the lifecycle messaging more meaningful.
- So if this looks familiar here are some simple ways to begin making the lifecycle messaging more meaninggful.
- Start your branding and customer service experience now!
- ONE CLIENT DRIVES 22% OF THEIR EMAIL REVENUE OFF OF THEIR ORDER & SHIPING CONFIRM MESSAGES: Lift over Promotional Messages: •Open Rate: +401.7% •Click Rate: +719.2% •CTR: +4,100% •Conv Rate: -33.8% •AOV: +167.6% •RPE: +8,462.5%
- Start your branding and customer service experience now!
- Typical message here – this can be incentivized or non-incentivized…or both. This should focus on cross-sell/upsell if incentivized. Customer Service if not incentivized.
- This message can help you more than the customer, but it makes them feel as if they are a part of your customer’s shopping experience. Be sure to provide some value for the customer here
- This message can help you more than the customer, but it makes them feel as if they are a part of your customer’s shopping experience. Be sure to provide some value for the customer here
- POINT 1: Do they purchase gloves or boots in the fall – if so, how about a reminder message leading up to the cold weather season the following year ** What about perfumes, or makeup or other disposable products you may offer? Think of other products with lifespans BROOKS RUNNINF SHOES
- BROOKS EXAMPLE
- Talk about what the messages are achieving – types of messages (rev focused, relationship) LOOK FOR A BALANCED SCoRECARD
- When you build the series, don’t think of email marketing like most do i.e. send an email, watch it convert. You should think about email as a customer service vehicle. What sets two online stores apart from one another? Customer Service: Customer service is a major differentiator between brands and can make or break customer loyalty You need to excel at customer services
- Funnel them down the appropriate path
- WHO DO THEY BENEFIT?
- These messages can tie into your PP messaging
- Simply have them sign up and include them on a list. Use that as part fo a segment and provide to them extra incentives, such as extra % off for promos.
- Intro thee messages/programs within your PP mesaging For more organized programs MILLY NY has one with 3rd party partners, private in store events and more